Barcelona Principles 2025: What PR Pros Need to Measure Now (Episode 310)

Barcelona Principles 2025: What PR Pros Need to Measure Now (Episode 310) Episode Summary

In episode 310 of That Solo Life, hosts Karen Swim, APR, and Michelle Kane break down the latest update to the Barcelona Principles and what it means for independent PR and communications pros. They cover the shift toward outcomes that matter to the C-suite, the stronger alignment with AMEC’s Integrated Evaluation Framework, the role of qualitative and quantitative data, and why leveling up in measurement and AI will separate thriving practitioners from the rest. You’ll walk away with practical next steps, resources, and a nudge to price your expertise for the true value you deliver.

Keywords: Barcelona Principles 2025, AMEC framework, PR measurement, qualitative and quantitative metrics, AI in PR, PR outcomes, stakeholder sentiment, media relations, solo PR pricing, communications strategy.

Episode Highlights

• 00:00 – 00:24 | Welcome back to That Solo Life
• 01:39 – 02:41 | What’s new in the Barcelona Principles (2025 update + AMEC alignment)
• 02:49 – 03:05 | AVEs aren’t it: Why outcomes beat output every time
• 03:28 – 04:24 | The business case: Tie PR to revenue, cost reduction, and executive priorities
• 05:01 – 05:23 | Quant + qual: Why both matter for effective evaluation
• 05:36 – 06:11 | From “audience” to “stakeholders”: Measuring sentiment and behavior change
• 06:12 – 07:11 | Stop fearing data: You already synthesize information—now measure it
• 07:01 – 07:11 | Two skills that will set pros apart: Measurement and AI
• 08:01 – 09:24 | Using AMEC’s resources to build a measurement-first practice
• 11:02 – 12:26 | Measure your time and value: Why low-fee retainers undermine real PR work
• 12:37 – 13:01 | Plan → act → measure: Strategy comes first
• 13:16 – 14:07 | Career fuel: Leveling up skills can reignite your passion for the work
• 14:09 – 14:30 | Parting encouragement and next steps

Highlights and takeaways:

• The Barcelona Principles update emphasizes business outcomes, not vanity metrics.
• Tie PR to revenue, cost of sales, risk mitigation, and reputation impact.
• Blend quantitative data (traffic, conversions, assisted revenue) with qualitative insights (sentiment, message pull-through).
• Use AMEC’s Integrated Evaluation Framework to plan from objectives to outcomes.
• Price for the strategic and labor-intensive nature of PR—measurement begins at planning.
• Invest in AI and analytics skills to future-proof your practice.

Related Episodes & Additional Information

Resources mentioned:

• PR News: Barcelona Principles 4.0: Reinventing PR Measurement for a New Era
• AMEC: Barcelona Principles
• AMEC: AMEC Integrated Evaluation Framework (plan, measure, and evaluate end-to-end)
• Solo PR Pro (training, community, and tools for independent practitioners)

Related episodes to queue next:

• The Measurement Strategy You Need to Grow

Note: Links are provided for educational purposes. Always adapt frameworks to your client’s specific goals, audiences, and market conditions.

Host & Show Info

That Solo Life is a podcast created for public relations, communication, and marketing professionals who work as independent and small practitioners. Hosted by Karen Swim, APR, founder of Words For Hire and President of Solo PR, and Michelle Kane, Principal of Voice Matters, the show delivers expert insights, encouragement, and advice for solo PR pros navigating today’s dynamic professional landscape.

Join us again!

• If this episode helped you, subscribe, rate, and leave a review—it helps more solo pros find the show.
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